Icelandair’s livery refresh features larger titles with a revised font, and a variety of new colors on the tail – Image: Icelandair
In what Icelandair’s director of marketing Gísli S. Brynjólfsson describes as “More of a refresh, not a total change,” the airline has begun rolling out an updated livery and associated marketing collateral.
Icelandair’s current branding was last updated in 2006. “We needed to strengthen our story and the emotional part of the brand,” Brynjólfsson said. “Icelandair culture has changed a lot, it’s much more relaxed than it was before.”
For perspective, he explained that the idea was to democratize the brand, as the current white, blue, and gold livery had been seen as a bit stuffy. “We took the gold out – it came up a few times in the talks with experts and focus groups that the gold-and-blue feels a bit royal – Icelandair is not a royal airline – Iceland is very democratic with small power differences,” he said.
Icelandair’s now-former livery seen on its very first 737 MAX-8, TF-ICE, which was also the first in the fleet to receive the update
“We are so much like a normal Icelandic company – the power distance between people is very little – we’re a company of equals, so that’s something that needs to be represented in the brand,” he explained.
For those who are fans of the airline’s iconic special liveries like Hekla Aurora and Vatnajökull (the glacier livery), he was reassuring. “We’re definitely going to continue to have special liveries.” But don’t expect to see the new livery on the airline’s substantial 757 fleet.
“I doubt that we will do the refresh on the 757s – we’re doing just the MAX to begin with. The fate of time for those planes (the older 757s), combined with the cost of changing those planes, would not be reasonable.” He did say the airline’s two 767s would likely receive the makeover at some point.
Scoot vs Spirit. Their liveries are different enough, but it goes deeper than that – Photo: Bernie Leighton
Sometimes when airlines fight — we get entertained. The most recent throwing of the punches is between Singapore’s low cost carrier Scoot and US-based Spirit Airlines.
It would seem that Campbell Wilson, CEO of Scoot,Â has caught on to something that many might have noticed but filed away as merely a coincidence: branding similarities.
Spirit’s livery is much more in your face – Photo: Spirit Airlines
“So a little yellow birdie told us that a certain American airline looks familiar,” Scoot posted on their Facebook. “It looks like #ScootInspires their current campaignâ€¦well, weâ€™re really flattered!” It becomes clear that the airline that Scoot is talking about is — wait for it — Spirit.
And Spirit has something to say about all of this.
Mark and his wife on an AirTran Boeing 737's wing.
I wrote about Mark being on AirTran for 30 days near theÂ begining of the his journey and wanted to catch up with him at the end of his long journey. He was able to connect while over Ohio to answer some questions I had for him:
TheAirlineBlog.com: Where are you right now (“in an airplane won’t cut it” 🙂 )?
Mark Malkoff: I’M IN THE AIR USING GOGO WIFI HEADING TO CANTON, OHIO FOR A TAILGATING PARTY ON THE TARMAC. I’M HANGING WITH THE PRO FOOTBALL HOF AND HOF LEGEND ANTHONY MUNOZ.
TAB: What is your favorite picture taken during this whole experience ?
MM:Â I REALLY, REALLY LIKE THE PHOTOS OF MY WIFE AND I HAVING OUR ANNIVERSARY DINNER ON THE WING OF A PLANE. AIRTRAN SET IT UP AND CATERED THE MEAL. IT WAS QUITE INCREDIBLE.
TAB: Tell me a little bit about the person sitting next to you right now.
MM: THE PERSON CURRENTLY SITTING NEXT TO ME IS MY CAMERA PERSON. HE MOST LIKELY SMELLS BETTER BECAUSE HE GETS TO SLEEP IN A HOTEL A NIGHT THAT HAS A SHOWER WHERE AS I SLEEP ALONE ON THE PLANE AND HAVE TO USE BABYWIPES IN THE AIRPLANE BATHROOM.
TAB: Who is the most interesting person you have met on this experience?
MM: IT WAS FUN SITTING NEXT TO FOOTBALL HOF LEGEND FRANCO HARRIS ON A FLIGHT TO PITTSBURGH. I LATER FOUND OUT THEY HAVE A STATUE OF HIM IN THE PITTSBURGH AIRPORT. WE TALKED THE ENTIRE FLIGHT AND HE EVEN TAPED A VIDEO WITH ME. I SHOULD ALSO MENTION THE FLIGHT ATTENDANTS ARE ALWAYS GOOD TO TALK TO. THE STORIES THEY HAVE ARE ENDLESSLY ENTERTAINING.
TAB: What is the most interesting conversation you have had?
MM: FOR ME PERSONALLY IT WAS TALKING TO THE PILOTS ONE ON ONE. THEY REALLY BROKE DOWN MY FEAR OF FLYING INTO TERMS THAT HAVE FOR THE MOST PART CURED MY ANXIETY. MY MAIN ISSUE WAS TURBULENCE. ALL OF THEM SAID THE SAME KIND OF THING, “IT’S LIKE BEING IN AN OCEAN AND GOING OVER A WAKE. IT’S LIKE DRIVING OVER GRAVEL.” SO WHENEVER TURBULENCE HITS I DON’T LIKE IT, BUT I’M ABLE TO TOLERATE IT.
TAB: Do you prefer the Boeing 737 or the Boeing 717?
MM: I LIKE THE 737.Â
TAB: Will you ever eat pretzels ever again?
MM: I’VE CONSUMED MY WEIGHT IN PRETZELS. I THINK I MIGHT TAKE A FEW YEARS OFF FROM EATING THEM.
TAB: At this point do you have the SkyMall magazine memorized? Off the top of your head describe the Litter Robot (no cheating).
MM: I HAVE ALMOST THE ENTIRE SKYMALL CATALOG MEMORIZED. THE LITTER ROBOT I’M FAIRLY CERTAIN IS WHAT I REFER TO AS THE CAT SPACESHIP. IT WAS DEVELOPED BY NASA TO SEND CATS INTO SPACE WHERE THEY CAN NAP IN ZERO GRAVITY.
TAB: What is your favorite airline related joke?
MM: IT’S A BAD JOKE BUT MY DAD HAS BEEN TELLING PEOPLE THAT MY CAREER IS “TAKING OFF”.
TAB: This is not your first stunt like this; you lived in Ikea, lived in a Boeing, what’s next?
MM: NEXT IS A THIRTY DAY PROJECT WHERE I SLEEP IN A BED IN MY APARTMENT. I’M GUESSING IT WON’T BE AS INTERESTING.
Pretty amazing journey Mark has had over the last 30 days.
AirTran Boeing 717-2BD at Atlanta at dusk
What do you want on every AirTran flight you are on? That is a question that — surprise, surprise — AirTran is asking people. They have created a nifty site EveryFlight.com and allows you to give not only suggestions, but also rate those suggestions.
Some of my personal favorites that answer the question “I want __________________ on every AirTran flight”:
– Chuck Norris
– Your Mom
– Salsa Lessons
– Optimus Prime
– Strobe Lights
– Helper Monkeys
– More cowbell
– Slip N Slide
– Pony Rides
Man, I couldn’t even make some of these up if I tried. To see more, sign up for a free seat on every flight or submit your own, check out the website!
Image: James Willamor